The Beginners Guide to the Programmatic AdTech Ecosystem: Explained in an Interactive Graphic!

Email address:

Connect with Author

At MTA, Chitra creates research-based content that reflects the dynamics of the martech industry. She also lends her expertise to help plan and execute diverse campaigns, events & content strategies on the MTA platform, based on unique client needs. With over 15 years of experience in strategic marketing and communications, she has a great grasp on the way marketing professionals approach technology, their need to evolve and transform as marketers in the digital age, and the challenges therein. Specializing in Content Strategy, Digital Marketing and Loyalty Marketing; and having worked on both the marketer and the vendor side, Chitra has a knack for writing about martech in a way that simplifies this complex landscape for the end-reader, while still addressing the depth and layers of the subject. Chitra has studied media and communications at the London School of Economics and Political Science, UK, and worked at blue chip companies including Timken, Tata Sky and Procter & Gamble (P&G).

AdTech is an ocean - avoid the icebergs with this interactive Prezi graphic that explains in plain English who does what.

Anyone who has done even rudimentary research on Programmatic AdTech would know that it is a complex ecosystem. In fact, the ecosystem is as complex as the process itself. It’s an alphabet soup of DMP, DSP, SSP, Exchanges, Servers, Affiliates etc. floating around.

For a beginner in the AdTech world, it is confusing and it doesn’t help that the ecosystem is still evolving and changing every day. There are no hard and fast boundaries to who does what and there is a lot of overlap.

We’ve tried to pin down what fits where and who does what in an exclusive MTA interactive graphic that will put things in perspective for beginners trying to make sense of the space. Have we forgotten something? We’d love to have your inputs, so we can make the graphic more complete! Tell us!